"We're very excited to open our first store in the heart of London. Regent Street is synonymous with fashion and a perfect place to start sharing our stories," says Samuel Fernström, head of & Other Stories.

Situated at numbers 256-258 Regent Street, the 1,000 square metre store will be divided into two levels and carry the entire spring 2013 collection of clothes, shoes and accessories. The listed building's façade has been kept as before, with simple signage "cohesive with the philosophy of & Other Stories."